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The real estate industry is equal parts challenging and lucrative and real estate agents and brokers are still very much in business. A 2020 study by the National Association of Realtors (NAR) found that 88% of buyers recently purchased their home through a real estate agent.
There have been significant shifts in the way purchase decisions and real estate marketing happen due to the COVID-19 pandemic. Before, customers would often visit the site and talk to the real estate agent in person before making any final buying decision. However, now, since all information is being made available online through digital platforms, there is a combination of both digital and physical processes when it comes to buying.
In this changing scenario, we will highlight the major steps real estate marketers can take to ace their goals in 2022:
Know your target audience
For any real estate agent to truly make a sale, the key is to know the target market well. Therefore, to craft a successful real estate marketing plan, the ideal start should be recognizing the target audience and listing available options that are apt for each audience type.
To help understand the audience, we recommend conducting surveys and finding crucial information about the audience such as:
- Who is your target buyer?
- What is the target buyer looking for? (property type/price point)
- When does the buyer need the property? (define urgency)
- Where does the persona want to buy the property? (list areas that are apt for the buyer)
- Why does the buyer want to invest in the property? (Investment/Self)
Filter your offerings by audience preference
After understanding the audience type, it is recommended for real estate marketers to filter the audience by their preference. In a world where information about properties and real estate is available easily in just a few clicks, most of your target buyers will be overwhelmed by the options available. The job of a real estate agent here is to help them out and not to confuse them further.
So instead of trying to provide multiple options, sort your property by the audience’s preference, based on price, area, location, and other such parameters. This will help your audience get a realistic view and make the right purchase decision.
Build a solid online presence
Once you have an understanding of the audience, you need to figure out what platforms are used by the majority for property search. These can be social media sites like Facebook, Twitter, Instagram, LinkedIn, online real estate property listing sites, or your own professional website. They are all inexpensive and have the potential to widen your reach.
In addition, you could also think of paid ads or targeting using keyword bidding (Google or Bing) to ensure that your website is easily discoverable to your target audience.
Focus on visual communications
Be it residential or commercial real estate marketing, visual communication is key to a successful conversion. Most online users want to get a glimpse of the property and will love a virtual tour or walk around, as it gives them an insight into the finer details of the property.
Using video marketing, virtual 3-D walkthroughs, and providing an in-depth image gallery of the site, you are likely to help improve the interest and conversion for the particular property. Make sure to make the quality of the images and video top-notch while also ensuring you give only a realistic view to the audience.
Provide in-depth details about each property
Successful real estate agents know precisely when to divulge the right details to the audience. In the online world, it is always recommended to be open about property details like the total area of the property, exact location, price, and other information that can help the prospect make an informed decision.
Publish real estate newsletters and campaigns
If you are looking for a long-term channel to generate leads, having a weekly or monthly newsletter for your audience is a great option. This will help future buyers and investors who may be checking the options and scope, to understand your expertise. It can also act as a platform for them to discover real-estate-related news like mortgage rates, homeownership benefits, and understand the real estate market in their area.
When creating newsletters or marketing campaigns, again remember to filter the audience and provide only personalized and highly relevant information so that they stay interested and look forward to your updates.
Encourage word-of-mouth publicity
If you have success stories to share, it is highly important to allow your customers to share why they loved working with you. Using referrals and word-of-mouth marketing, you can potentially create a new marketing channel with the best chances of closing.
If possible, do also encourage your customers to share their stories on video and use this in your marketing campaigns. Again, this will create a strong impact on new customers or future prospects as they get to understand how the process works with your business.
Answer the key questions of your potential customers
In real estate online marketing, the target customers often have several questions which need specific expertise to answer. Given that only a few real estate agents will be able to answer key questions on a particular locality, property, or related topics, positioning yourself as an expert and having Q&A sessions is a good idea.
By hosting Q&As or having informative webinars with Q&As at the end, you allow your audience to get their queries answered and help build trust. Q&As can be a direct one-to-one discussion or even converted to FAQs. At the same time, social media platforms can provide customers with the forum to ask questions and get them answered, enabling not just the person asking the question, but also others who may have similar queries, to find the right answer.
Build trust and develop a unique brand image
Ultimately, any digital marketing or online strategy is all about building trust with your target audience. When your content, posts, or videos provide the right expertise, the audience will trust you and want to get in touch. To develop a solid brand image, ensure your customers are always welcomed and get instant responses.
Moreover, make sure to use the power of visual communication and video marketing to your advantage, especially for this market. Effective video marketing enables a brand to build trust and drive sales.
According to research, 57% of consumers say that videos give them more confidence to purchase online, and if a consumer finds your video helpful, their purchase intent will increase by 97%! So follow the tips and see your business grow to incredible heights!
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